Title: Enhancement of touchpoint interactions on customer experience management in the banking sector

Authors: R. Sivakumar; C. Ganeshkumar

Addresses: Department of Management Studies, Sri Manakula Vinayagar Engineering College, Madagadipet Puducherry – 605107, India ' Indian Institute of Plantation Management, Jnana Bharathi Campus, P.O. Malathalli, Bangalore 560 056, India

Abstract: A customer experience management (CEM) strategy guides the banks to embrace an experience-centric rather than customer-centric approach. This research is based on descriptive research design delineating the customer opinion using a well-structured questionnaire. Primary data was collected from 928 bank customers in the Puducherry region in India using a Quota sampling technique. To understand and review the concepts of CEM, and to know the customer touchpoints of the banking sector, from the various literatures, there are as many as 44 customer touchpoints identified such as mobile banking, internet banking, etc. out of which, 25 touchpoints are finally considered for the research work after thorough scrutiny. A structural equation model proves that customer touchpoint interactions bear more impact on CEM and also on customer satisfaction and loyalty. Overall, this research has found that customer touchpoint interaction leads to good customer experiences and this can be used to change their bank practices by affecting some technological changes.

Keywords: banking sector; customer experience management; CEM; empirical study; touchpoint interaction.

DOI: 10.1504/IJECRM.2022.126891

International Journal of Electronic Customer Relationship Management, 2022 Vol.13 No.4, pp.314 - 341

Received: 02 Jan 2022
Accepted: 08 May 2022
Published online: 11 Nov 2022 *

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